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6 Tips for Successfully Using Paid Ads
[June 12, 2015]

6 Tips for Successfully Using Paid Ads


When it comes to paid internet ads, it's hit and miss which ones consumers will actually click on, but it's still a useful marketing tactic. It can help to boost page views and drive conversions. However, because you can easily lose more money than you make on advertisements, it's important to be prepared before you jump into the internet advertising business.

1. Make a Stiff Budget

The unfortunate part of paid ads is that they can easily get out of hand if you don't monitor them closely. Paid (News - Alert) ads work, but they won't be worth it if you put more in than you get out of. In essence, the paid ad business requires a tight budget.

You can make an estimate on how much money you'll need, but the best way to know for sure is to test it out with a few trial ads. Monitor the kind of money you're making off of each ad and use that to help you define a budget.

2. Understand Long Tail Keywords

If you aren't careful, you can easily be duped into buying the more expensive, (but unnecessary if you're a small business or start up) type of keyword called head keywords. These keywords get a lot of searches, but unless you're already ranking very high, your top competitors' ads will show up long before yours.

What you need are long tail keywords, which are basically a more specific search comprised of a longer phrase. It will get fewer searches, but your ad is much more likely to show up on those searches, significantly increasing your ROI.

3. Recognize the Types of Ad Options                                                                                 

Know the major types of paid advertising and which ones apply most to you. These include the following:

  •          Display Ads or Banner Ads
  •          Text Ads
  •          Google (News - Alert) AdWords
  •          Search Engine Specific Ads
  •          Social Media Specific Ads (particularly Facebook)
  •          Direct Buy or BuySellAds
  •          Pay Per Click Ads

Learn about each type of ad, and then decide which one will bring in the most traffic.

4. Track Ad Traffic

Paid advertising is virtually no good without tracking. Tracking the performance of each of your ads helps determine which ones work, how much profit each is earning, what time of day gets the most traffic, who is clicking on your ads, etc.

One of the best ways to keep an eye on your ads is through Google Analytics. You can set it up to create a customized URL for every ad, and then you can track it to see how much traffic it's receiving.

5. Improve Landing Pages

When users click on your ads, they'll be sent to your landing page, and it's extremely important that your landing page be effective enough to draw in customers. A good landing page will explain the purpose of the page, have a compelling call to action, and be easy to track.

6. Optimize for Mobile

Finally, one of the most important aspects of paid ads today is making both the ad and the landing page mobile-friendly. With 80 percent of adults being smartphone owners, you can't ignore the pull towards mobile domination.

If someone clicks on your ad on a mobile device, and it doesn't take them to a mobile optimized landing page, you'll lose a customer. Besides that, if you fail to optimize your webpages for mobile, you'll receive a serious penalty in the rankings.


Edited by Stefania Viscusi

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